Instructor:

Erik Deutsch (@erikdeutsch)

#UCLAx425

Best Practices in Social Media for the Communications Professional

UCLA X425 Fall 2014

Meeting 2 (November 4):

Nothing is “Off-the-Record”Key Platforms Brands as publishers/content

producers•Online promotions, contests and

giveaways•Guest speakers: Babette Pepaj (@BakeSpace)

CEO, BakeSpace, Inc.

Dan Portnoy (@DanPortnoy) Head Honcho, Portnoy Media Group

Social Media is:• Easy to post• Easy to share • Easy to find

• Hard (if not impossible) to delete

UCLA X425 Fall 2014

1. Personal Profiles

2. Groups

3. Brand Pages

UCLA X425 Fall 2014

Facebook “Customers” vs. “Users”

- Advertisers are the “Customers”

- Users are the “Product”

FB is, at its core, a consumer data collection engine and ad server

UCLA X425 Fall 2014

UCLA X425 Fall 2014

• Easy set up and maintenance• Quickly upload all types of information• Inherently viral platform• People login EVERY DAY!• 1 BILLION strong (“fish where the fish are”)

UCLA X425 Fall 2014

• Facebook is always changing• Ownership -- Facebook controls access and can change

the rules• Provides limited SEO benefit• Facebook doesn’t provide fan contact information• Not everyone is on Facebook (though fan pages are

public)• Facebook is now a paid platform – Reach<2.5%, click

through rate = 0.14% for “big” pages

UCLA X425 Fall 2014

• Newsfeed “improvements” (sponsored posts)

• Edgerank algorythm (affinity, weight and recency)

• Facebook insights (publisher analytics)

• “Nearby Friends” – lets users see which of their FB friends are nearby (ala Foursquare/Swarm)

User experience vs. monetization... again, users are the product, advertisers are the customer.

UCLA X425 Fall 2014

• Quality over quantity.

• Shorter posts (to generate more engagement).

• Provide a link (and hashtag)

• Ask questions (to ignite a dialogue).

• Use photos, links and videos (for higher edgegrank).

• Get creative.

UCLA X425 Fall 2014

UCLA X425 Fall 2014

1. General status updates (share info / links)2. The Retweet (RT and MT)3. The @Mention4. The @Reply 5. Direct Messages (DM) 6. Hashtag tweet (#)

UCLA X425 Fall 2014

Tweet StructureDissecting the semantics of a tweet gives us a sense

of best practice, but keep in mind this isn't a one-size-fits-all deal. Keep it real and get in your own groove.

Start with: - Headline or phrase- Link- Hashtag - using tags that influencers use to get

noticed in those niche circles

UCLA X425 Fall 2014

• Tweets with image and video links have 5 times the engagement rate

• More than 20 million fake Twitter users, and 44 percent of users have never sent a single tweet

• The cost of a 24 hour promoted trend runs about $200 thousand

• Katy Perry is the queen of Twitter over 51 million followers surpassing Justin

• Ellen’s photo of celebs at this year’s Oscars generated an incredible 3.4 million retweets within hours

UCLA X425 Fall 2014

• YouTube – Video Sharing/Storytelling• Flickr and Instagram– Photo Sharing• Pinterest – Scrapbooking • LinkedIn – Professional Networking • Foursquare – Geolocation • Google+ - Facebook Competitor

(“Hangouts”)

UCLA X425 Fall 2014

#UCLAx425 WEEK 2 GUEST SPEAKER

Guest speaker:

Dan Portnoy (@DanPortnoy) Head Honcho, Portnoy Media Group